California Tan

California Tan
Supports Salons and Does "The Right Thing"

From left to right: Max Recone, Sarah Galusha, Ken Meeker, Jenny Bolton, Sabrina Little, Dr. Deborah Pierce, Frank Muscatello and Russell Carlson.

California Tan, Inc., makers of California Tan, Emerald Bay and Matahari premium tanning and suncare brands, demonstrated its strong support for indoor tanning salon owners by announcing that effective Oct. 9, 2001, it no longer would sell its products through beauty supply outlets.

LOOKING FIT magazine was on hand at California Tan, Inc.'s headquarters in Los Angeles, Sept. 19, for the first announcement to the media of this development. California Tan's new management team determined that the positive aspects that selling in beauty supply outlets may have provided at one point in time were overshadowed by the negative effects it currently was having on its tanning salon partners.

"With this in mind, we have made the decision to stop the sale of California Tan, Inc. products to beauty supply outlets," said Frank Muscatello, president of California Tan, Inc. "We concluded that no matter how painful the negative short-term impact may be, it should not, and could not, prevent us from doing what is right. Our commitment and the future success of California Tan, Inc. lie with tanning salons."

In addition to this major change in distribution, California Tan, Inc. management stated that it is critical that its products only be sold in premium retail outlets that provide adequate product support and education to the consumer.

As such, California Tan is continuing its aggressive efforts to prevent the sale of its products to outlets that do not adequately support its products and ultimately their reputation, such as e-commerce sites, flea markets and mall kiosks.

"While California Tan has never directly supplied or approved the resale of our products to these alternate channels they continue to find access to our products and remain in operation," said Muscatello. "We will strictly enforce our distributor policy limiting the sale of California Tan products solely to tanning salons."

Tanning salon owners rejoice! California Tan has chosen to support only your livelihood with its products. Now that California Tan products only can be found in indoor tanning salons, potential new tanners could be coming your way soon.

Exciting New Products And Programs For The 2002 Season

California Tan, Inc.--manufacturer of California Tan, Emerald Bay and Matahari branded lines--wants to share with tanning salon owners its "Three Brands--One Vision" goal for 2002. Each brand has its own distinct image to appeal to your specific tanning customer.

1. California Tan--High-Tech Sex Appeal For The Serious Tanner.
2. Emerald Bay--Tropical Tanning Recipes For The Spirited, Youthful Tanner.
3. Matahari--For The Sophisticated Tanner Seeking Luxurious Results.

Overall, the pricing for all three brands has been simplified and the packaging beautifully redefined. Everything in motion for the 2002 tanning season is designed to help tanning salon owners sell more lotion. California Tan, Inc.'s goal: is to maximize lotion sales and profits for all tanning salon owners. And with the bright new leadership at the front of the charge, you can count on this happening.

In addition, California Tan, Inc. is focusing on partnering with tanning salons by offering true co-op advertising, volume-reward incentives, trade promotions and a special expert salon program. The company also will be offering selected gifts with purchase to tanning salon customers.

The California Tan line is refocusing on Heliotherapy The Positive Effects Of The Sun and its 3-Step System to optimize tanning results based on personal tanning needs.

Step 1 products are formulated for beginning tanners with little or no existing tan and designed to jump-start and build a rich, golden brown base tan. These formulas are VITATAN enriched to provide skin with nutrients and energy to optimize base-tan development.

Step 2 products are formulated for advanced tanners who have an existing base tan and designed to advance tan development for darker, richer color beyond the tanning plateau. These formulas are TRF2000-and CuO2-enriched to help increase oxygen utilization for improved hydration and amplified color.

Step 3 products are formulated to help extend and enhance tanning results at any stage of the tanning process. The products deliver essential moisture and nutrients to lock in and enhance color and the advanced hydrating ingredients help condition the skin to replenish moisture and prevent peeling.

Turn to our New Product Pavilion on page 78 to find out the new offerings from the California Tan and Matahari lines.

Here's what's new with Emerald Bay.

Get Fresh With Emerald Bay

Essentially a new launch, Emerald Bay Fine Tanning Recipes from the Last Perfect Spot on Earth dives into the 2002 tanning season with an exciting new look--complete with fresh packaging, spirited tanning concoctions and a more youthful style. All eight products feature the rich nectar of the agave plant and can be used indoors or outdoors to help intensify the tanning process.

In the Classical Tropical Tanning Lotions category, Emerald Bay introduces a creamy, authentic tanning formula with a great tropical fragrance--Definitely Dark. In it, sunflower, olive and wheat germ oils deliver moisturizing benefits for ultra-dark tanning results. Also available is Coconut Colada, a luscious, lightweight tanning cocktail enriched with coconut milk and banana-oil extract for smooth, dark results.

Tropical Tanning with a Twist comes from any of four products. Margarita Madness is a shimmering tanning cocktail that intoxicates the skin with bronzed glitter to accentuate dark tanning results; lime fruit pulp to help refresh, hydrate and revitalize skin; and Vitamin Cocktail to help tone and energize skin for a smooth, firm-looking tan. Sunburst Sorbet is a sunsational, freshly scented bronzing cocktail with sugar cane bronzers for a burst of color and sea botanicals to provide moisturizing benefits. Cocoa Butter--a reinvented classic based upon the nostalgic dark tanning satisfaction of traditional cocoa butter--has the modern addition of sugar cane bronzers for a burst of color, as well as cocoa butter and coconut oil for hydration. Finally, a twist can be had from Tanning Tequila. This unique, non-greasy, quick-absorbing gel delivers fiery results with skin stimulating technology of Tropical Heat Level 5 and has cactus extract to help capture and preserve moisture.

In a class by itself is Emerald Bay's hottest product--Mojo Darkening Sauce. This powerful skin-stimulating lotion with Tropical Heat Level 7 also contains sandalwood extract to help hydrate the skin.

Emerald Bay knows that protecting the lips during UV exposure is as important as taking care of the skin. Its Agave Twister Lip Balm SPF 15 is a kiwi mango flavored lip balm chock-full of agave nectar and coconut oil to soothe and soften. The company reminds salon owners that impulse purchase items, such as lip balms, reap additional sales--and profits--beyond traditional tanning products.